Bittersweet bites with a soft centre

July 08, 2012 00:00
By Pattarawadee Saengmanee
The N

After five years away, Mrs. Fields returns to Thailand

If you were among the teary-eyed when Mrs. Fields closed down its Thailand outlets back in 2007, the sweet news is that those delicious cookies are now back in Bangkok. You’ll find them downtown and also out in the suburbs, as a brand new Mrs. Fields outlet has just opened at Mega Bangna and it’s offering scrumptious soft cookies, brownies and muffins, all based on Debbi Fields’ authentic recipes.

Debbi and Randall Fields’s first store in Palo Alto, California opened in 1977 and was an instant hit. Word about their home-made cookies spread quickly but the couple lacked management experience and were soon facing problems. They finally decided to sell their business to an investment firm in the early 1990s. The cookies duly arrived in Thailand but conflicts in the franchising firm that brought them here led to the closure of the Thai outlets.

This year, DKSH (Thailand) bought the franchise and the Kingdom’s first Mrs. Fields was launched at Siam Paragon in April with a second branch opening to Mega Bangna last month. The new space, which seats 24, has small round tables, comfy black sofas and plenty of red stools.

“We want to support the growth of the food retail sector in Thailand. Mrs. Fields is a well-known brand for premium soft cookies and there are already franchises in Philippines and Hong Kong. Shops will be opening in Korea soon,” says Samornrat Sirirat-usdorn, assistant marketing manager, consumer goods food retail department, DKSH.

To ensure quality and traditional flavour, all ingredients come direct from America and all bakery items are fresh baked everyday. They are based on the original recipes though the decoration on some cookies has been redesigned to match the Thai lifestyle. The cookies come in 11 flavours and two sizes - nibbler and regular - and sell for Bt17 and Bt39 a pop.

Chewy and a bit bitter, the brownies are made from flour mixed with chocolate fudge. They come in three choices: double fudge, walnut fudge and almond for Bt79, while muffins, priced at Bt89, have a butter layer and are blended with chocolate. They’re available in eight flavours.

Also available is aromatic coffee, chocolate and milk - hot, iced, breezer and chiller (blended with semi chocolate chip and milk chocolate chip cookies). Price range from Bt79 to Bt189. A variety of Delmah teas are also offered, among them pure camomile, cherry, lemon, berry and honey lemon, ranging from Bt79 to Bt89.

To save money, opt for a combo set, which allows you to match your dessert and drink for as little as Bt109.

CRUNCH A COOKIE

Mrs. Fields is located on the first floor of Mega Bangna. It’s open daily from 10am to 10pm. Visit www.Facebook.com/mrs.fieldsthailand.

If you were among the teary-eyed when Mrs. Fields closed down its Thailand outlets back in 2007, the sweet news is that those delicious cookies are now back in Bangkok. You’ll find them downtown and also out in the suburbs, as a brand new Mrs. Fields outlet has just opened at Mega Bangna and it’s offering scrumptious soft cookies, brownies and muffins, all based on Debbi Fields’ authentic recipes.

Debbi and Randall Fields’s first store in Palo Alto, California opened in 1977 and was an instant hit. Word about their home-made cookies spread quickly but the couple lacked management experience and were soon facing problems. They finally decided to sell their business to an investment firm in the early 1990s. The cookies duly arrived in Thailand but conflicts in the franchising firm that brought them here led to the closure of the Thai outlets.

This year, DKSH (Thailand) bought the franchise and the Kingdom’s first Mrs. Fields was launched at Siam Paragon in April with a second branch opening to Mega Bangna last month. The new space, which seats 24, has small round tables, comfy black sofas and plenty of red stools.

“We want to support the growth of the food retail sector in Thailand. Mrs. Fields is a well-known brand for premium soft cookies and there are already franchises in Philippines and Hong Kong. Shops will be opening in Korea soon,” says Samornrat Sirirat-usdorn, assistant marketing manager, consumer goods food retail department, DKSH.

To ensure quality and traditional flavour, all ingredients come direct from America and all bakery items are fresh baked everyday. They are based on the original recipes though the decoration on some cookies has been redesigned to match the Thai lifestyle. The cookies come in 11 flavours and two sizes - nibbler and regular - and sell for Bt17 and Bt39 a pop.

Chewy and a bit bitter, the brownies are made from flour mixed with chocolate fudge. They come in three choices: double fudge, walnut fudge and almond for Bt79, while muffins, priced at Bt89, have a butter layer and are blended with chocolate. They’re available in eight flavours.

Also available is aromatic coffee, chocolate and milk - hot, iced, breezer and chiller (blended with semi chocolate chip and milk chocolate chip cookies). Price range from Bt79 to Bt189. A variety of Delmah teas are also offered, among them pure camomile, cherry, lemon, berry and honey lemon, ranging from Bt79 to Bt89.

To save money, opt for a combo set, which allows you to match your dessert and drink for as little as Bt109.

CRUNCH A COOKIE

Mrs. Fields is located on the first floor of Mega Bangna. It’s open daily from 10am to 10pm. Visit www.Facebook.com/mrs.fieldsthailand.